N CHOCÓ, THE BEST PLAY IS CALLED HOPE. Because all it takes is stepping onto the court for opportunities to become the starting lineup.
Description
In Chocó, statistics usually speak of scarcity, but reality overflows with talent. To prove it, Jerónimo Martins and Tiendas ara didn’t just deliver a football court in Quibdó; they created a living symbol of social transformation.
On the day of the inaugural match, the scoreboard took a back seat to a powerful metaphor: upon crossing the white line, the reality of inequality dissolved completely. On the pitch, every pass, every player, the head coaches, and even the stands shared the exact same name on their jerseys: Hope.
Seeing a child enter on his knees, hands to the sky with the number 8 on his back, was proof that when you step onto this sacred ground, labels disappear. The launch of the 'La Esperanza' court wasn't just another event; it was the day opportunities became the starting lineup, proving that Chocó’s future is written with its own feet.
This professional campaign titled 'The Day Everything Was Called Hope' was published in Colombia in June, 2026. It was created for the brand: Jerónimo Martins, by ad agency: La Gallera Studio. This Content, Digital, and Experiential media campaign is related to the Food and Retail Services industries and contains 1 media asset. It was submitted 18 days ago by Director General Creativo: Ricardo Espitia of Dicha & Grazia Collective Agency.
Credits
Cliente: Jerónimo Martins
CEO - Juan Esteban Gallo.
Director General Creativo - Ricardo Espitia.
Directora de Producción - Angelica González
Art Director - Genesis Durán, Ricardo Espitia
Copy - Ricardo Espitia
Director Audiovisual - Carlos Rodríguez
Camara - Andrés pinchao, Nicolás Ramírez
